Sabras Radio
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| City | Leicestershire, UK |
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| Broadcast area | East Midlands, Birmingham, Coventry, Milton Keynes |
| Slogan | Music For All Tastes 24/7 |
| Frequency | 1260 AM, DAB and Online |
| First air date | 7 September 1994 |
| Format | Commercial |
| Language(s) | Hindi, English, Gujarati, Punjabi and Bengali |
| Class | Asian |
| Transmitter coordinates | 52°37′08″N 1°07′53″W / 52.6190°N 1.1315°WCoordinates: 52°37′08″N 1°07′53″W / 52.6190°N 1.1315°W |
| Owner | Sabras Sound Ltd |
| Sister stations | Sanskar Radio |
| Website | www |
Sabras Radio is an Asian commercial radio station in Leicester, England. Sabras Radio is available on 1260AM in the whole of the East Midlands and parts of others including Birmingham, Coventry and as far south as Milton Keynes. On digital, Sabras Radio is available in the Leicester area. Web streaming across the Internet has now made Sabras global and latest data shows that its streaming service has been listened to by people in no less than 76 countries.
Although the majority of the schedule is presented in Hindi and English - there are speciality shows broadcasting in Bengali, Gujarati and Punjabi.
Sabras Radio is regarded by many in the industry as the pioneers of Asian radio in the UK. This pioneering radio station enjoys one of the largest average listening hours and is listened to by a large section of its target audience in the region. Sabras Radio has the station to undertake a wide range of activities including many significant outside broadcasts and for important religious and cultural events such as Diwali, Ramadan and Vaisakhi.
According to Sabras Radio’s Managing Director, Don Kotak, "Sabras means all tastes and that has been the secret of our success. A carefully balanced programming schedule incorporating appropriate music, languages and speech content to reflect and blend all the demands of today’s British Asian audience has proved to be a winning formula. I am confident that this winning formula can be extended to the potential listeners in London and the surrounding areas."
The first broadcasts undertaken by the Sabras Radio team were in 1976 with a local BBC radio station. Subsequently, and for many years, Sabras Radio operated within the GWR Group, before becoming totally independent by winning its own licence on 7 September 1994 to broadcast on 1260AM.
Both, national and local advertisers have been quick to seize the opportunities offered by this platform which connects the advertiser to one of the wealthiest sections of UK society today.
Sabras Radio celebrated its 20th anniversary with a gala dinner and dance at the Ramgharia Hall, Leicester last night (Saturday 19 September). The huge sold-out ‘Sabras Birthday Bash’ was attended by celebrities, dignitaries, community leaders and listeners. It was the culmination of the station’s 20th year summer of events.
The Sabras Birthday Bash was hosted by UK pop sensation, Navin Kundra, along with presenters from the station. As well as hosting, he mesmerised the crowds with his charttoping hits. The station also flew in television actress, Preetika Rao from India to attend the event. Rao was a part of the hit Colors’ show ‘BeIntehaa’. The Bhangra chart sensation, PBN rocked the stage with its list of hit numbers, before AVH and DV Entertainments took over with their live DJ set-up up until midnight. There was also live Bollywood music earlier in the evening by Music Rhythm. The Right Honourable Keith Vaz also paid tribute to the station’s contribution to UK Asian broadcasting over the past 20 years. The night consisted of an exquisite three-course meal by Sukhdev’s Catering. Decor by OccAsians and the event’s title sponsor was Leicester Marriott Hotel, along with associate sponsors including Hum TV, Sturgess Land Rover, Cofresh, Ram Parkash Sunderdass & Sons, Jays Entertainment, Anokhi – House Of Sarees, Ram Jewellers, Jalpur Millers and Secure Deposit Lockers.
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